Video via Brian Fanzo. All rights reserved.
Brian Fanzo, the millennials marketer and Keynote speaker, shares his experience in transforming limitation into creativity and changing mindset to embrace all the limitations in digital marketing process. He talks about functionality limitations of technology or digital platforms, as well as data limitations that may lead to a failure of meeting success metrics. These limitations come along with the evolution of technology and platforms and the way new generation interact with those products. Things have changed, which redefines what success looks like and shapes new mindset and new strategies. This talk brings inspiring and innovative insights that we should often see things reversely and dig out new possibilities and creativity by leveraging limitations.
One thing I would like to build more on is the limitation of Snapchat. The function of Snapchat is so limited, taking pictures or videos, sending them out, and vanishing, which however makes it so simple and straightforward to use, and right in the generation of digital natives’ way. It’s exactly the practice of “Keep it simple stupid.” Matt Cheuvront, an influential Gen Y blogger, writes post “Rising Trend of Minimalist Marketing“:
“The minimalist trend isn’t rising, it’s here, it’s everywhere around us. We’re living in a society that ultimately wants less. We’re condensing our wants to meet our needs – and in a world in which we are absolutely inundated and bombarded with information – we value simple and effective over flash and glamor.”
Then he walks through the evolving path of social media, from the cluttered MySpace to the early simple Facebook and to the minimalist Twitter, and asks what’s next. This post was written in 2010, one year before the initial release of Snapchat, which we’ve all witness as the “next”. He is right. Minimalist, though it has deeper and more complex meaning and implication in arts, in business and marketing it means as simple and straightforward as possible. In some previous posts, I talked about millennials tend to be in favor of things easy and quick to execute. They have such an abundance of options at our disposal, why to choose a “too much“ one?
Damon Beres on Mashable posts an article this morning saying “no one is using Facebook Stories”, showing a living example of being “too much”. A cycle we’ve seen again and again, a thing was born so simple and neat, has iterated into complexity and confusion, and a new simplified one step starts stepping forward.
So maybe originality doesn’t matter that much, while this “me too” strategy, which mentioned in a previous post, doesn’t work well neither when it makes things complicated. After all, people are just long for a simpler life.